Get Caught "Red-Handed" with the Return of Red Robin's Prime Chophouse Burger

Red Robin launches its spring limited-time-offer items with a burger worth coming out of hiding for

GREENWOOD VILLAGE, Colo., Feb 21, 2011 (BUSINESS WIRE) -- The secret is out: Red Robin Gourmet Burgers, Inc. (Red Robin) announced the return of its mouth-watering Prime Chophouse Burger for a limited time only. The Prime Chophouse Burger is back by overwhelming request and features a fresh, never frozen, fire-grilled burger patty served on an onion bun with made-from-scratch Country Dijon spread and layered with fresh horseradish-sautéed mushrooms, gourmet steak sauce, melted Provolone cheese and piled high with hand-battered crispy onion straws. The secret is also out on the supporting advertising campaign, which begins today, where a young girl gets caught red-handed with a boy in her room as she does her homework.

"Our guests say it all - the Prime Chophouse Burger is one of the most popular gourmet burgers we've ever offered as a limited-time-offer item, and that's why we're excited to bring it back," said Red Robin executive chef Dave Woolley. "It's no secret that the burger is a success. It's juicy, not greasy, because we grill it over an open flame, and it is chock full of savory toppings we make fresh in-house."

The burger is available in all U.S. Red Robin locations until Sunday, April 10 and will be available for a special price of $6.99 from Monday, Feb. 21 to Sunday, March 27. To support the return of the Prime Chophouse Burger, Red Robin today launched its 2011 advertising initiative based on the casual dining chain's popular and memorable mnemonic, "Red Robin...YUMMM(TM)". As part of the campaign, consumers will experience "YUMMM" through the following mediums:

  • ATV adairing through Sunday, March 27 on cable television networks such as USA, MTV and Comedy Central, that features a father entering his daughter's room while she is doing her homework and asking if she wants to grab a burger for dinner. The daughter immediately suggests, "Red Robin?!" to which a teenage boy gets caught "red-handed" by coming out of hiding from behind a curtain and responds, "YUMMM."
  • Digital Video Ads to educate viewers about Red Robin's new limited-time-offer items. The ads will run on ABC.com in the online video player of major shows such as Modern Family, Grey's Anatomy, and Wife Swap and across sites like NationalGeographic.com, Weatherbug.com, Parenthood.com, iVillage.com, and AOLBaby.com.

For consumers who are in the mood for something other than the Prime Chophouse Burger, Red Robin is offering these limited-time items until Sunday, April 10:

  • Spicy Avocado Chicken Wrap - Features Thai-chili-glazed grilled chicken, cherry peppers, made-in-house wasabi-ranch dressing, pepper-jack and cheddar cheeses, toasted almonds, cilantro, homemade coleslaw, crisp and freshly diced red peppers, and sliced avocado wrapped in a jalapeño-cheese flour tortilla. Served with melon and Bottomless Steak Fries for $9.99.
  • Cheesecake Bites - Six bite-sized pieces of cheesecake fried to a golden brown, served with a cool strawberry dipping sauce and a warm fudge dipping sauce. Available for $4.99.

During this time, Red Robin also is featuring a Red Robin menu favorite - hand-battered premium Arctic Cod Fish & Chips.

For more information, or to find the restaurant location nearest you, visit www.redrobin.com.

About Red Robin Gourmet Burgers, Inc. (NASDAQ: RRGB)

Red Robin Gourmet Burgers, Inc., a casual dining restaurant chain founded in 1969 that operates through its wholly-owned subsidiary, Red Robin International, Inc., has been serving up wholesome, fun dining experiences in a family-friendly environment for more than 40 years. Red Robin, the "Smiling Burger(R)" expert, is famous for serving more than two dozen high-quality, Honest to Goodness(R) gourmet burgers with Bottomless Steak Fries(R), as well as a wide variety of salads, sandwiches, wraps, soups, appetizers, entrees and signature Bottomless Beverages(TM). There are more than 450 Red Robin(R) restaurants located across the United States and Canada, including corporate-owned locations and those operating under franchise agreements. Red Robin... YUMMM(TM)! Connect with Red Robin on Facebook and Twitter.

SOURCE: Red Robin Gourmet Burgers

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